Global Opportunities for Local Artisans: Empowering SMMEs Through Sustainability Platforms

GGlobally, Small Medium Micro Enterprises (SMMEs) are said to represent over 80% of businesses, this is according to the World Bank. SMMEs they are a key contributor to employment and Gross Domestic product of economies1. According to the World Bank Group, they represent about 90% of businesses and over 50% of employment worldwide. They are said to account for about 65% of jobs in the OECD countries. But SMMEs are faced with numerous challenges including economic shocks, access to markets, access to funding and compliance requirements.

Productivity SA2, as with numerous facts attest to small businesses being the backbone of any modern-day economy or the lifeblood of economies. South Africa’s Small Enterprise Development Agency’s (SEDA) quarter three results published in 2023, 3 highlighted that there are 2.7 million SMMEs in South Africa from these 2,7 million the informal channel attributes to 67%. 2022 reports showed that SMMEs contribute to just over 9 million jobs in South Africa, currently they contribute to 60% of South Africa’s labour force 4. Throughout the country there are initiatives, both by public and private sector to incubate SMMEs, given the crucial role that SMMEs play in communities and in the alleviation unemployment.

Every big corporate, started as a startup, and through various forms of development and innovation, these big corporates graduated by size over time, however, despite SMMEs being the bloodline of both great and small economies, a study by ‘SMME Linked’ stated that out of seven SMMEs in SA, five out of seven businesses fold within the first year (SMME Linked).

SMMEs in the tourism sector attribute to 39% of the economy, with over 1 million SMMEs in this sector 5

South African Tourism is the only known Destination Management Organisation, to own two internationally renowned Tourism Trade platforms namely, Meetings Africa (MA) and Africa’s Travel Indaba (ATI). [Meetings Africa and Africa’s Travel Indaba are major trade platforms connecting African exhibitors with global buyers in the tourism sector. Meetings Africa focuses on business events, while Indaba promotes South Africa as a leisure destination. Both events also provide opportunities for SMME’s to showcase their products to international buyers and attendees].

These platforms serve as market access opportunities designed to connect African exhibitors with international buyers in the tourism sector. Additionally, they offer a parallel avenue for small arts and crafts merchants/vendors to showcase their products to both international buyers and other attendees at these events.

These businesses are seen as small, micro, medium enterprises (SMMEs). Their products span from jewellery making, bags, basket making and décor. These businesses have a staff compliment of an average two (2) employees. These platforms have supported on average 30 of these vendors, and about 150 in the past five years, this excludes other SMMEs that provided such as catering, WIFI services, marketing, branding and other services.

In a world increasingly driven by digital commerce, the significance of face-to-face interactions cannot be overstated, especially for small arts and crafts vendors. Exhibiting at international trade shows and fairs offers these artisans not just a platform for showcasing their creativity, but invaluable opportunities for growth, exposure, and trade.

This exposure allows small businesses to introduce their unique creations to potential clients seeking distinctive products. By participating in these events, vendors gain firsthand insights into global market trends and consumer preferences. Engaging with buyers from diverse backgrounds helps artisans understand what appeals to both local and international customers, shaping their product designs and marketing strategies accordingly.

These platforms also provide opportunities to secure contracts and generate immediate sales, helping sustain small businesses. The relationships built at these events can lead to ongoing business with international buyers, creating steady revenue streams and reducing dependence on local markets.

Additionally, exposure to different artistic styles, materials, and techniques fosters creativity and innovation, inspiring artisans to develop products for a global audience. This cultural exchange enriches their craftsmanship and positions them for international trade. For small arts and crafts vendors, showcasing their work to international buyers is not just an opportunity—it is a crucial step toward sustainable growth, global recognition, and cross-cultural collaboration.

ATI – 2024 Sustainability vendor: “It was very beneficial, l gained long term Clients and got an opportunity to meet like-minded entrepreneurs for collaborations.”

Survey findings from Sustainability Village indicate that access to international trade shows and the sales generated at these events are crucial to vendors' overall revenue. For example, vendors from Sustainability Village at Africa’s Travel Indaba 2024 reported that revenue from the event accounted for approximately 36% of their annual turnover. Additionally, participating in these platforms allows them to expand their client base by engaging with attendees from across the region and beyond.

ATI 2024 Sustainability Vendor - “I also received a R70 000 order from a buyer from ATI, four months after. So, for my business ATI was extremely rewarding.”

By participating in these platforms, artisans can expand their market reach, gain valuable insights, and forge meaningful connections that drive business growth. In today’s world, where creativity meets commerce, these opportunities serve as a gateway to broader success—one exhibition at a time.

One of the key challenges for small business owners is the need to juggle multiple roles, from marketing and finance to product development. Many SMMEs, particularly those operating in survivalist conditions, struggle with scaling due to limited resources and capacity. Entrepreneurship development training has been identified as a critical need, often surpassing even capital shortages. Addressing skills development in entrepreneurship is essential to fostering long-term business sustainability.

While large corporations play a significant role in the economy, SMMEs are often more effective in tackling unemployment and driving inclusive economic growth. Their agility, innovation, and job creation capacity make them a cornerstone of sustainable development. Providing SMMEs with access to entrepreneurial development opportunities can significantly enhance their impact on society and the economy.

A diverse business landscape that includes a strong network of SMMEs also helps mitigate risks associated with economic downturns. While large corporations may downsize or relocate during financial crises, SMMEs often remain operational, offering stability and continued employment. Their adaptability allows them to navigate challenges more flexibly, ensuring economic resilience.

In conclusion, while big businesses contribute to economic expansion, SMMEs are essential for maintaining stability and resilience, particularly during periods of uncertainty. Their community-driven approach, coupled with their ability to innovate and adapt, makes them invaluable to sustainable economic development. Supporting SMMEs is not just advantageous—it is crucial for building robust, resilient economies capable of withstanding future challenges.